After years of having served as a senior communications practitioner, I’ve learned that the most important attribute of any effective communicator is being able to look at yourself – your people and brands – through the lens of your most important stakeholders.
When we do that we can ask ourselves: what do I need to be doing to instil trust, to inspire, to energise, or to re-assure? Communications is essential to do all of these things –more so during times of uncertainty.
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Amid the current pandemic, communicators need to intimately understand how perceptions
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